STRAT_SCRAPS volume one hundred and fifty three
stratscraps.substack.com
STRAT_SCRAPS volume one hundred and fifty three
You’ll want to understand the rationale behind an agency’s work as you progress through your rebrand. This helps you confidently roll it out to your team and make educated decisions as you continue beyond the rebrand launch.
Bill Kenney • Conquer Your Rebrand
“Oh, as Category Design experts we specialize in helping companies like yours come up with the strategy and language that educates customers on why you are new and different. When you do this successfully, you have no competitors. You stand alone. But again, it sounds like you have your mind made up about wanting to hire a conventional branding and
... See moreNicolas Cole • A Marketer's Guide To Category Design: How To Escape The "Better" Trap, Dam The Demand, And Launch A Lightning Strike Strategy
“If you can’t look at all of your brand activities and decipher how you are shaping the perception of your category in a way that positions your brand as the natural winner, you do not have a strategy. You are merely reacting to the rules that another player has written.” - Jasmine Bina
If you are trying to create an image where there is none: You are launching a product in a totally new category. You are a start-up. Even more challenging still, you are launching a totally new product unlike anything people have used before. What is your symbol? There are a few things that you can draw on here. First, what problem are you trying t
... See moreLee Hartley Carter • Persuasion: Convincing Others When Facts Don't Seem to Matter
